植物色素染髮劑產品包裝設計之初探

近年來人們對外在樣貌的重視、健康養身觀念的興起及生態環境的改變，讓許多髮妝產品也逐漸開始回歸於自然植物、原始無添加物的健康導向，人們也漸漸感受到「自然、原始、健康」的重要性。因此，本研究以植物色素染髮劑產品包裝為例，藉由市售染髮劑及植物系產品的包裝設計發展狀況，比較分析商品包裝設計對消費者所傳達出之機能性、象徵性與設計意涵等。並由分析結果設計專家訪談的問題，進行系統性的資科編碼，研究結果顯示，由於植物色素染髮劑於顏色上選擇性較低，包裝的設計形式也偏於傳統、呆版，造成購買族群範圍縮小，利用紮根理論進行系統性編碼，有助於植物主產品於包裝設計的突破，並凸顯其獨特價值，藉由紮根理論建構出一套應用於植物主產品包裝設計之理論，提升包裝設計多元創新型態與創造消費者購買意願之價值。

關鍵字

植物系產品；包裝設計；紮根理論

並列摘要

In recent years, the rise of people's attention to appearance as well as ways to keep in goo d health and changes in the ecological environment have made hair-related products to return to health-oriented natural and non-addictive products. People gradually recognize the importance of ＂nature, primitive , and health＂. Therefore, the current study, based on the packaging of plant pigment hair dye products, compared and analyzed the functionality, symbolism, and design intention that packaging design communicated to customers via the examination of the packaging development of hair dye and plant-based products. The results of the analyses served to formulate interview questions for design experts. with the aim to proceed with systematic coding. The results indicated that fewer choices of colors in plant pigment hair dye products led to traditional and dull packaging designs, shrinking the purchasing population. Systematic coding based on the Grounded theory not only resulted in a breakthrough in the packaging design of plant-based products but also highlighted their unique values. With the Grounded theory, it was hoped that a theory applicable to the packaging of plant-based products could be developed to enhance the diversity of packaging design and creation and to create values that catered to customers' purchase intention.